Grant Deken Unstack

111. Creating Remarkable Customer Experiences

 May 17, 2022

By  Will

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In episode 111 of the Customers Who Click podcast I’m joined by Grant Deken, the CEO of Unstack, and we’re going to be discussing landing pages in the ecommerce space, and how they can produce better ROI for your acquisition efforts.

How do you put all that data into action to get better results for the marketing that you're already doing?

Companies put so much time and effort into tweaking ad copy, creative, audiences to try to get that perfect mix, but then dump them all back onto the same generic homepage or product pages. 

Landing pages have always been key for B2B, but there’s no reason why they can’t be for B2C as well.

Grant is the Co-Founder  & CEO of Unstack, a Shopify landing page platform designed to create tailored experiences for your customers and drive better marketing ROI. You can connect with him on LinkedIn or head over to https://www.unstack.com/

Key highlights:

01:49 - 07:40 - Biggest Opportunities for D2C Growth - There’s a huge amount of data available out there, so the big opportunity now is how do you actually make use of it? How do you use that data to create better experiences for your customers? The missed opportunity is that all this paid traffic is landing in exactly the same space, with the same generic message that isnt tailored to anyone. 

If you know UTM parameters, the ad creative, messaging, location etc, you can use this data to personalise the experience the visitor gets when they arrive on your website, significantly increasing the chance they’ll go on to convert.

09:51 - 25:03 - How Do Landing Pages Work for Ecom Brands? - If you’ve got hundreds of products it can seem overwhelming to try to create these bespoke experiences. The best place to start is simply to focus on your best sellers. Pick the top 20% of products that are earning you 80% of your revenue, and make these even better. You can also apply this to other pages though, like the product listing pages. Can you tailor the experience there so you’re giving customers a better experience for a bunch of products rather than just 1.

This does’t have to be an epic project overhauling the entire site. Pick some key points to start at and work from there.

25:17 - 42:51 - Mistakes to Avoid With Landing Pages - Recreating what you already have, just to be a bit more flexible is a waste of time. You’ve got the opportunity here to be more creative, think outside the box. Make sure you keep testing, keep running experiments. That’s part of the point of what you’re doing, so keep attacking it. And finally, think about all the other areas that could benefit from this data, and benefit from this personalisation. Email flows are a great place to start.

46:07 - Who Would Grant Like to Take For Lunch in the D2C Marketing World?

Joel who runs marketing at Crossnet

47:31 - Grant’s Must-Have Ecommerce Tools:

  • Data studio

  • Google sheets

If you’d like to hear more from Grant, you can connect with him on LinkedIn or head over to https://www.unstack.com/.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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